Overseas Promotion: How to promote and attract fans on YouTube?

Because of my work, I currently have the opportunity to get in-depth exposure to the YouTube platform. With the development of video platforms, especially short videos becoming more and more popular in China, I can’t help but analyze YouTube, a video platform known as the second largest search engine in the world.

Data shows that among the world's top 500 brands in 2018, YouTube ranked 20th and is the youngest brand among the top 20 (students who are interested in the ranking can click on the link below to view the original text).

Data source: www.worldbrandlab.com/world/2018/brand/brand.html

So what kind of platform is YouTube? As domestic product and operation practitioners, what kind of inspiration can we get from it? With these questions in mind, the author analyzed YouTube.

YouTube Platform Introduction

1. Background of YouTube’s creation

When talking about the background of YouTube's establishment, let's first look at the development of the Internet in the United States, which is roughly as follows:

1. In 1978, the TCP/IP protocol was established as a standard by the U.S. Department of Defense.
2. 1989 The World Wide Web (www) is launched
3. Yahoo was founded in 1994
4. Amazon started operations in 1995
5. Google launched in 1998
6. The Internet economic bubble occurred in 2000
7. In 2004, the term "social media" was proposed and Facebook was launched.
8. YouTube launched in 2005
9. Twitter launched in 2006
10. In 2007, the iPhone was launched, ushering in the era of mobile Internet.

Comparing with the development of China's Internet, it was not until 1994 that China was recognized by the international community as a country with the Internet. However, the subsequent development speed was quite fast. In 2000, China's three major portals successively landed on NASDAQ, and of course the first wave of China's Internet industry arrived.

Therefore, from the perspective of development history, the emergence of YouTube is indeed of historical significance, because it pioneered video UGC in the true sense! In the second year of its establishment, it was favored by Google and acquired by Google for US$1.65 billion.

The founders probably didn't expect that they just wanted to share music among friends, but ended up occupying a blank spot in the video sharing market. Until now, UGC is still regarded as a core user-oriented capability by many operations and products.

2. The current situation of YouTube

Now, YouTube has over 1 billion users, and it is approaching 2 billion in 2018, second only to Google search engine, and is commonly known as the world's second largest search engine. According to Beyond Summits research, YouTube has a penetration rate of over 90% in more than a dozen countries. In India, YouTube has 225 million monthly active users, accounting for 80% of India's Internet population.

Similarly, according to Beyond Summits research: in 2015, male users accounted for nearly two-thirds of YouTube users, reaching 62%. Female users account for 38%. So far, male users still dominate.

NuVoodoo's survey shows that 81.9% of American Internet users aged 14 to 17 use YouTube, ranking first among major social networks, far exceeding Facebook (63.7%), Instagram (56.4%), Twitter (31.0%), and Snapchat (36.8%).

Of course, when talking about the current situation of YouTube, we have to compare its parent company Google with Facebook. By comparison, we found that both YouTube and Instagram firmly believe that video business has great potential in the fashion and beauty industry.

Instagram has proven to have more room for the development of the fashion market due to the entry of celebrity fan clubs. Many top celebrities on Instagram have more than 100 million followers, while YouTube has almost no fashion influence.

Based on this, I guess this is also the reason why YouTube announced the hiring of Derek Blasberg to join the fashion and beauty department in 2019. Derek Blasberg is responsible for maintaining relationships with partner brands in the fashion and beauty departments and inviting more important people in related industries to use YouTube. Therefore, I am also looking forward to YouTube's performance in the field of "fashion and beauty".

Normally, on YouTube, what can we do?

1. First, let’s look at what YouTube’s main functions are currently

As the current online video service provider in the industry, YouTube provides high-level video uploading, browsing and other services to billions of users around the world, and processes tens of thousands of videos every day. So what is the main function at present?

1. Video upload: YouTube's video upload supports most common video file formats and can upload multiple videos at one time.
2. YouTube Live: YouTube will convert videos into encoding that supports multiple devices and various resolutions; add subtitles and insert ads; and support viewing on any device. After the function is upgraded, users only need to go to YouTube or click "Go Live" that appears below the "Create" button menu to start live broadcast.
3. VR video: In November 2015, YouTube announced support for VR video. VR videos can show users 360-degree panoramic shots, making users feel like they are there. To this end, YouTube has also opened a VR content training school (VR Creator Lab) in Los Angeles. This three-month program will provide participants with $40,000 to train their VR content production skills.
4. Movie Channel: This channel has been online for quite some time, and most of the content in it requires payment, with prices starting from US$1.99, and users purchase 48 hours of viewing rights. At this stage, it is not easy to watch a movie for free. As expected, this chain is relatively mature, with a large number of free classic movies added in October 2018. Youtube product manager Rohit Dhawan said that in the future, they will continue to work on expanding the number of free movies for watching ads.
5. Subtitle translation: Users can add subtitles in multiple languages ​​to their videos, or call the GOOGLE translation engine to translate the original subtitles in real time. If you want to use the subtitle translation function, you can search for the video you want, open it, find the subtitle button in the lower right corner of the video, click the settings button, find the subtitle item, and change the subtitle language to Simplified Chinese or other related languages.
6. Digital music: Because of YouTube's UGC model, it also performs very well in the music field. According to MusicWatch, of the 4 hours of music listening time per person per day, at least 1 hour is spent on YouTube.
7. Tipping: In September 2014, YouTube officially launched the feature that allows users to tip video uploaders in four countries, including the United States, Australia, and Japan. The basic tipping amount is 1 USD and 5 USD, or you can choose your own tipping amount. Tipping is done and completed through Google Wallet.
8. Kids version of the app: In 2015, YouTube released a new app for children, YouTube Kids, which focuses on content suitable for children. But I personally don’t think this is necessarily completely suitable for children. Which videos are in violation of the rules? How can we prevent bullying, inappropriate comments, graphic violence and pornography from reaching children? YouTube needs to do more!

2. Secondly, based on the current functions, what can we do?

Treat YouTube as your own media and manage high-quality content

Before discussing this issue, let me make a conclusion first: if a domestic operator with good language skills plays on YouTube, he will definitely do very well!

However, this does not mean that if you do very well on WeChat official accounts, you will also do well on YouTube. The prerequisite is that you already have a mature methodology and can extract the underlying logic that you have done well and copy it to YouTube, so that you can do well on the new platform!

Because strictly speaking, YouTube is a self-media video, which is mainly for entertainment and leisure, not for learning or growth.

Of course, another very important point is to be in line with our own real interests, because the operation of any self-media requires a lot of energy. If there is no interest support, it is difficult to conduct in-depth research, study and persist. After all, the motivation brought by money must be short-lived.

Collaborate with influencers and KOLs to promote products and services on YouTube

From our daily work, most YouTubers (sometimes also called influencers) upload videos just because it is their own interest and hobby. More than one-third of YouTubers treat this as a job. There are even some freelancers who can help us find YouTubers.

This method is relatively common for those who want to promote their business on YouTube. After cooperating with a YouTuber, you can send products to her for free or do it through payment, commission, endorsement, etc. Some YouTubers will also promote their own YouTube channels, usually through Facebook, followed by Twitter, and also promote themselves through other YouTube channels.

At the same time, you can also cooperate directly with MCN agencies, but the income of mainstream MCNs mainly comes from YouTube advertising. The space shared by MCN and contracted creators is only half of the advertising revenue, and nearly half of the revenue is divided by the platform. As a result of the single MCN model, only a very small number of them have developed well. In this area, because domestic e-commerce and mobile payment systems are more mature, I believe that domestic MCN monetization will be more competitive.

Talented and wealthy, you can place advertisements and promote your brand

The logic behind advertising on YouTube is somewhat similar to that of advertising on other platforms. For example, when there are so many channels to choose from, we must fully consider the basic attributes of the audience, such as age and gender, and deliver personalized advertising to users.

It is reported that YouTube's advertising revenue in the United States alone was nearly $3 billion in 2018. Cisco, the world's leading provider of network solutions, predicts that by 2022, video will account for 82% of all Internet traffic. So judging from the data, even if we don’t advertise on YouTube, we must understand it because we will definitely need it in the future!

What should you pay attention to when placing ads on YouTube?

I think there are three points: First, the video content is positive and has a positive effect on the brand, which requires us to track and analyze it, and communicate and adjust in time once problems are found;

Second, you need to grasp the keywords accurately and learn how to take advantage of hot topics. This principle of placement is the same in all channels.

Third, segment the audience as much as possible and create a precise portrait. For example, when selling air purifiers, you cannot directly target users who care about air quality because the group is too large to be accurately targeted. Instead, you should segment them into those who suffer from allergies, those who keep pets, etc., and target them one by one.

Of course, YouTube advertising has remarketing capabilities. Based on viewers’ past interactions with your videos or YouTube channels, some service providers can provide remarketing services to increase conversion rates.

Some classic cases of operation on YouTube

Case 1: Coca-Cola and well-known celebrity Kurt Hugo Schneider cross-border cooperation

Coca-Cola was founded in 1886. It has successfully used video marketing in collaboration with YouTube celebrities. The video uses a variety of Coca-Cola bottles as basic instruments, either hanging and knocking, or playing, interwoven and mixed with the melodious sound of violins, allowing users to once again swipe their screens for Coca-Cola.

Note: The image is from https://www.colabug.com/5029566.html

Case 2: BRITA filter kettle PICKs internet celebrity KingBach, gaining popularity among post-00s

It takes a while for the water to be filtered, so if you want to drink it right away, you have to wait. BRITA has launched a new water filter kettle, the main feature of which is that you can drink the water immediately after pouring it in without having to wait. How can a daily necessity that is neither cool nor a technological product attract the attention of young people who like "new and special" things?

Before launching marketing, BRITA did its homework, analyzing websites favored by post-00s, detailed advertisements, and even compiled a list of celebrities suitable for them.

In the video of this collaboration, celebrity King Bach ran home thirsty and found that every last drop of water in the filter kettle had been drunk by his roommate. He was so angry that he started rapping and complaining! The energetic song and dance MV incorporates the powerful water purification effect of the BRITA filter kettle into the lyrics, which is very magical. Finally, the latest feature of the BRITA water filter kettle, which can solve conflicts among roommates, is introduced - no need to wait for purified water. Of course, there is also a meme at the end of the video that is so memorable that I immediately shared it with my friends.

Ultimately, the number of views increased by 2 million, mobile phone searches increased by 2,000%, and brand favorability increased by 36%. The video also spread from YouTube to other multimedia platforms, such as ESPN, Yahoo Sports, etc. Because the content truly touched the target users, it triggered massive independent dissemination and heated discussions among fans, which has far-reaching significance for the entire brand.

Case 3: Marriott Hotels launches the “Travel Brilliantly” series

In 2013, Marriott Hotels launched the “Travel Brilliantly” marketing concept, inviting customers to share suggestions on how to improve their hotel experience through digital marketing through promotional videos. A video that was part of the Travel Brilliantly campaign was played on YouTube and ranked among the top three most viewed luxury hotel videos, achieving good promotional results.

Note: The pictures are screenshots from the video.

Moreover, the series of videos continued to be promoted. In 2015, Marriott launched a new TravelBrilliantly video on YouTube, which also brought a large number of views. In 2016, Marriott upgraded this theme event to a 4D experience, allowing users to truly immerse themselves in the experience and take a personal trip. This project is also one of the latest products of virtual reality (VR) technology.

Case 4: YouTube helps DJI drones become a popular Chinese brand in the United States

Before analyzing DJI drones’ situation on YouTube, I went to the official website to look at DJI drones’ product line. There are many product lines, but in this context, they are still doing very well. The following figure shows the results of searching for Chinese and English keywords:

So what can we learn from DJI’s operations and promotion methods on YouTube? For such a young brand, I think the Christmas gift ads DJI put on YouTube during Christmas 2017 were the starting point for DJI’s explosion on YouTube. The video completely aroused people’s enthusiasm for receiving DJI drone gifts. The exaggerated expressions and rich body language brought huge traffic to this video. If you are interested, you can find a way to view the original video at: www.youtube.com/watch?v=u-H7e-PTPPM.

At the same time, DJI Drones leveraged the power of YouTube's parent company Google to organize keywords searched by gift-giving people, and matched the corresponding gift keywords that users searched for with the advertising slogans they saw.

For example, when someone searches for a coffee machine on YouTube, Google will record the behavior of this person. When he watches a YouTube video, he will see before the video starts - don't send him a coffee machine, win his heart with DJI... Ultimately, achieve precision marketing.

Case 5: Internet celebrity Li Ziqi is not only popular in China, she also attracts fans on YouTube

Judging from the themes of Li Ziqi's works, they mainly show the real and simple traditional life of the Chinese people. His works convey a positive and life-loving attitude and he was once hailed as "the No. 1 Internet Celebrity of 2017." Of course, she is also very popular on YouTube.

Judging from the comments of Li Ziqi’s fans and her popularity at home and abroad, I think the yearning for a better life may be a common pursuit of people all over the world.

Of course, when we talk about case analysis, we are definitely not just talking about feelings. So judging from Li Ziqi’s case, I think some self-media that are not too regionally oriented, such as food and travel, can consider going abroad!

From the analysis, what are the inspirations for product and operation practitioners from the above content?

According to eMarketer's forecast, by 2021, the proportion of U.S. television advertising spending in all media advertising will shrink from 36.6% in 2016 to 30.8%. The market share of print media, radio, outdoor media and directory advertising has also shrunk to varying degrees. However, the proportion of digital media advertising has increased significantly. Therefore, researching and learning about digital media platforms is definitely a daily task for product and operation practitioners.

Based on the simple analysis in this article, what can we learn from the current situation of the YouTube platform?

1. Operations

• Follow the basic principles of self-media: stable and continuous updates. Video is one of the most important ways for us to connect with users. We can share our personal experiences, professional knowledge, or product and brand introductions to our target users. As long as we can keep the content updated steadily and continuously, we will definitely gain a group of fans.
• Resource exchange never goes out of style. Especially YouTube video publishers whose audience is similar to theirs. When launching in China, we can even consider some business models. Due to language, time difference and other issues, not all brands have the ability to promote on YouTube, so we set up a resource exchange platform and provide third-party services.
• Create a festival for fans. Marriott Hotels has launched the “Travel Brilliantly” series to illustrate this point. This method is more popular in the country. If it is brought abroad, localization issues need to be considered.

2. Product aspects:

• Have a clear positioning of your own channel. Deliver the channel’s positioning through short videos, advertising slogans, descriptions, etc. to ensure that the target audience is clear. At the same time, we must adhere to the principles of our own channel and not affect the audience's perception for the sake of profit (such as advertising fees). This operation process is actually the process of implementing product thinking.
• Build your own loyal fans. Whether at home or abroad, seed users and loyal users are always very important. While domestic communities are relatively developed, the situation abroad is not exactly the same. How our loyal fans on YouTube interact with us at a deep level, what platforms can be used for accumulation and utilization, and whether a special one is needed are issues that the product needs to consider.
• Help influencers satisfy their selfish needs. Some people say that YouTube is a place for sharing videos in a selfish community. So when we promote on the platform or cooperate with influencers, we need to consider the demands of the influencers and their fans, and make a comprehensive assessment to achieve better results in cooperation. Therefore, the product can help influencers create some links and games that enhance video interaction, help influencers maintain fans, and facilitate long-term and stable cooperation.

The above is some of my current understanding of the YouTube platform. I hope it can give you some inspiration! In the face of the future, we are all children, learning and growing together!

Related reading:

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5. New trends in overseas promotion and operation of social media in 2019!

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Author: Jingjing

Source: I Dark Horse